Faculty of Economics and Business Administration Publications Database

On the Design of Sales Support Systems for Online Apparel Stores

Heimbach, Irina
Kraus, Christina
Link External Source: Online Version
Year: 2015
Keywords: Sales Support Systems; Recommender Sytems; Apparal Stores; Trendiness; Need for Uniqueness

Many online stores apply several sales support systems, e.g., recommender systems, sorting and filtering tools, to support buyers during the shopping process. Although, the research highlights the positive effect of such systems, the current study questions its applicability in online stores for products which serve users' needs to be unique like apparel or luxury products. We analyze female users' buying behavior of apparel products in a laboratory setting and find that users with high trendiness undertake in general more search steps. Further, we find that most users rely during their search process on different sorting and filtering as well as on keyword search tools while personalized and non-personalized recommendations play a minor role for users in this industry. Further, we find that users with high trendiness avoid following top seller lists and "wear with it"-recommendations. Moreover, the provision of top seller rankings does not influence the consumers' product choice.